05 Jan Using Direct Response Marketing to Attract your Perfect Patients
Success at getting qualified clients, or patients seeking you out has a lot more to do with understanding the real secrets of direct-response marketing…and a lot less to do with chasing after prospects.
Whether you are just starting up your practice or you’ve been in business for several years… believe me, there’s nothing better than only talking to qualified prospects who have already “raised their hand” for your services and specifically to you to help them solve their problems
To experience this kind of client attraction, the most important thing you can do for your business right now is to develop a foundation including a reliable and predictable client “Lead-Generation System”
A successful Lead-Generation system MUST have the following components, several of which many (if not MOST) are commonly overlooked by practice owners.
A “Slam Dunk” Perfect Client.
If you’re trying to target anyone and everyone, you’d better be prepared to go head-to-head with big, corporations with millions of dollars to waste in the effort.
Going after every possible person who could ever benefit from your service is a sure-fire way to struggle, burnout and waste your hard-earned money.
Instead, step back and think about, who right now, are your BEST clients?
Where do they come from?
How do they act & what do they value?
Where do they go for help?
How much do they earn?
What are their hobbies & activities?
What is it about YOU that they tell you they resonate with?
Getting a solid grasp on WHO this person is, WHERE to find them and WHAT it is they truly desire that ONLY you can provide … and for the PRICE you want them to be able to pay… is a crucial first step to your lead-generation system.
A “Powerful” Lead Magnet.
You need to give your ideal prospects a clear reason to contact you and get that reason in front of your “slam dunker clients”
It should be something that provides value and helps to solve a specific problem for a targeted group of perfect clients. EG 3 Exercises to Overcome Low Back Pain for People over 50.
Many times these are informational in nature, such as reports, guides, books, audio CD/USB, webinars, etc. Obviously, the more specific and desirable the magnet and its offer, the better the response you’ll get.
You generally want something that is directly linked to your business.
For example, if you deal with Crossfit clients, offering them a guide to overcoming shoulder pain so they can Olympic lift again.
Answer the “Why You” Question
“Why should I do business with you rather than any other option including doing nothing?”
The answer is what we call your Unique Service Message (USM) and your lead magnet should make certain that the reasons why and that make you different are clearly spelled out.
This provides fuel to the prospects call to action (something else you need in your magnet, do NOT forget that critical piece) that compels them to act without hesitation, knowing that their desires and outcomes they seek can only be had with your services. Don’t rely on hope, networking, or prospecting grunt work to get clients through your door or to your website.
Be active in the process of creating a lead generation system that includes these key components to get your perfect clients’ to raise their hands and ask for YOU!
Learn more about creating a lead-generating system HERE